Country Foods
Client
SATS
Project
Rebranding for aviation catering in Singapore (2020).
Credit
Teamwork developed by Landor.
Creating a consumer brand beyond aviation
CONTEXT - As Singapore's leading aviation catering provider, SATS had built a reputation for trust and operational excellence. However, while the corporate brand was highly respected in the aviation sector, it lacked the emotional appeal needed to compete in the consumer food market.
CHALLENGE - Create a distinctive consumer brand that could establish its own identity beyond the airline industry, balancing the familiarity of wholesome, farm-inspired food with the innovation and quality expected from a modern food company.
APPROACH - Developed a new visual identity around the brand idea of "Food Smart," expressing the belief that technology and innovation can make quality food more accessible to everyone. The identity balanced warmth and authenticity with a contemporary visual language, combining organic forms, vibrant colors, and clean typography to create a brand that felt both approachable and forward-thinking across packaging, communications, and retail touchpoints.
OUTCOME - Delivered a distinctive consumer brand that successfully differentiated Country Foods from its aviation heritage, providing a scalable identity system that strengthened its presence across the B2C market while communicating innovation, quality, and trust.
